Earlier in the year, PopChips ran an extremely successful social media campaign seeking out a “VP of Pop Culture.” With one of the most social-media savvy celebrities, Ashton Kutcher, on board, PopChips was able to not only award a winner, but create huge buzz, visibility and excitement about their brand.

popchips ashton kutcherContest overview:

  • Must “like” Facebook page to enter
  • Ask fans to submit 90 second video showing why they’re the best candidate for “VP of Pop Culture”
  • Encourage them to have their friends vote for their video (via also liking the page)
  • Votes narrow down the top three, then Ashton Kutcher chooses the winner
  • Specific “terms and conditions” page created
  • Create a YouTube page specifically for the brand/this promotion

Strategy:

  • Involve a celebrity – Ashton Kutcher – who will select the winner
  • “Pop culture” is something any/everyone can relate to, so it’s universally applicable to a wide audience
  • “Pop” (culture) is also a play on the name of their product
  • Winner receives an actual job that pays $50,000
  • Endorsement on TV shows (Jimmy Kimmel)
  • Having videos on YouTube also allows for additional online exposure
  • Create silly/fun videos as well

Numbers:popchips

  • YouTube:
    • Channel views:  127,165
    • Total upload views:  783,803
    • Subscribers: 1,193
  • Facebook:
    • Fans:  112,708
    • Contest entrants: 236